Who benefits from online advertising in the horti industry?

Among all digital advertising strategies, social media marketing is a strategic and methodical process to establish your company’s influence, reputation, and brand within communities of potential customers, readers, or supporters. Social media marketing includes marketing campaigns that engage with a wider range of consumers online and comprises a set of Internet-based tools for sharing and discussing information among people. Businesses once held most of the power in face-to-face advertising, but social media puts more power in the hands of end consumers, who can express opinions and perceptions.

Many horticulture industry firms struggle to integrate online advertising into their traditional advertising strategies. In 2019, a team of green industry researchers found that less than 50% of green industry businesses used any form of it in 2014. More recently, the team posted a research article titled “Evaluating the Business and Owner Characteristics Influencing the Adoption of Online Advertising Strategies in the Green Industry” (find it here). An e-GRO alert from early May reviewed the findings from the research, which addressed different factors impacting green industry firms’ willingness to participate in digital advertising and how those factors influenced the amount invested in online advertisements. Results highlight industry trends related to firm characteristics, marketing strategies, and online advertising.

Highlights include:

• About a third of growers invest in online advertising, while 67% do not.
• Of those investing in online advertising, the average percentage of online advertising as a share of all advertising expenditures was 56%, while the median was 50%.

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Image by DCStudio on Freepik

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